Avamys 2011 Brand Engagement. Exercises. Confidential. For internal training use only.

Avamys 2011 Brand Engagement.

Exercises.

Confidential. For internal training use only

• 4 groups of exercises which help to illustrate the key areas of focus in terms of understanding and skills required to support the 2011 Campaign and Avamys growth.

• The exercises have been designed for small groups working interactively and to provide a balance between learning and lively fun activities.

• Exercises include• Review of the disease area – (allergens, symptoms)• Understanding Avamys – (INS evolution, patient benefits)• Planning calls with customers – (focusing on the short call)• Skills for communicating with customers – (listening)

• Avamys can help patients affected by affected by Allergic Rhinitis throughout the whole year – and not just Seasonal, but also Perennial Allergic Rhinitis

• Your mission is to help Alex on her journey to symptom relief• To do this you must successfully collect a token from each of 4

exercises to help Alex enjoy relief from her symptoms

Key objective:

• To reinforce page 1 of the Detail Aid• An engaging reminder of allergic rhinitis

• The facilitation of the answers can vary based on the time available – suggested approach

• Choose a group to review their answer for PAR and invite any differences from the other groups. Explore why they believe this with the groups.

• Repeat for SAR

• What are the causes of Allergic Rhinitis?

• Are Perennial and Seasonal Allergic Rhinitis caused by different allergens and what are the symptoms presented by patients?

• Using the materials provided, select the correct answers to populate the two charts?

• Perennial and Seasonal

• Which are allergens?

• Which are priority symptoms?

Itching / burning eyes

Itching / burning eyes StrawberriesStrawberries SunshineSunshine GrassGrass Teary /

watering eyesTeary /

watering eyes

NutsNuts SneezingSneezing StressStress SmokingSmoking MoldMold

Nasal ItchingNasal Itching Preservatives (e-numbers)

Preservatives (e-numbers)

Nasal congestion

Nasal congestion

Rhinorrhoea(runny nose)Rhinorrhoea(runny nose) GlutenGluten

Animal danderAnimal dander EaracheEarache PollensPollens Stomach

upsetStomach

upset RagweedRagweed

Dandruff/itchy scalpDandruff/itchy scalp

Shortness of breath

Shortness of breath SnoringSnoring MigraneMigrane Eye rednessEye redness

PsorissisPsorissis

House dust mite

House dust mite

LactoseLactose

Season

AllergensAllergens

Priority SymptomsPriority Symptoms

Low Priority SymptomsLow Priority Symptoms

??

??

Perennial Allergic Rhinitis(PAR)


Season

AllergensAllergens





Season

AllergensAllergens





Animal danderAnimal dander House dust mite

House dust mite MoldMold



Teary / Watering eyes

Teary / Watering eyes Eye rednessEye redness

Rhinorroea (runny nose)Rhinorroea

(runny nose)Nasal

congestionNasal

congestion SneezingSneezing Nasal itchingNasal itching

AllergensAllergens


Season Seasonal Allergic Rhinitis(SAR)

Seasonal Allergic Rhinitis(SAR)

AllergensAllergens


Season Seasonal Allergic Rhinitis(SAR)

Seasonal Allergic Rhinitis(SAR)

GrassGrass PollensPollens RagweedRagweed



Rhinorrhoea(runny nose)Rhinorrhoea(runny nose)

Nasal congestion

Nasal congestion

SneezingSneezing

Eye rednessEye redness

Teary / watering eyes

Teary / watering eyes Nasal itchingNasal itching

Key objective:

• To reinforce page 2 of the Detail Aid• And ensure accuracy in the way this page is presented


• Choose a group to review their answer for Statement 1 and why. Invite any different answer from the other groups and explore why. Outline the correct answer and why the other answers are not correct.

• Repeat for statements 2-5, choosing a different group each time.

• Intra nasal steroids have evolved over time. Avamys (fluticasone furoate) is leading that evolution.

• It is however important that we accurately describe how Avamys is leading the INS evolution and what could be expected as a result.

• Please complete the flow of statements from 1 to 5.

• Choose one statement from each group of statements. The one you feel is the most accurate description and place onto the answer board. Use the 2011 Detail Aid as your guide.

Avamys - leading the INS EvolutionAvamys - leading the INS Evolution

Statement 1 Statement 2 Statement 3

Statement 4 Statement 5

Avamys....Avamys....

Avamys fits the receptor pocket perfectly


Avamys has been designed to go into the alpha pocket of the

glucocorticoid receptor



Avamys unique structure has been designed to fully occupy the

glucocorticoid receptor pocket as completely as possible



Avamys is the first INS to show such a high binding with the




All INS bind to the glucocorticoid receptor in the same way

and to the same degree



Avamys shows effective binding with the




No other INS will ever bind to the receptor better than Avamys


Avamys is the first INS to show perfect binding with the glucocoticoid receptor


Avamys is more effective than any other INS because it binds more

strongly to the receptor and stays bound



Avamys stays bound to the glucocorticoid receptor for longer

than other INS


than other INS

Avamys binds effectively to the receptor overtime.Avamys binds effectively to the receptor overtime.

Avamys has a higher affinity for the receptor than Nasonex and hence is more effective

than Nasonex


than Nasonex

Avamys has a high affinity compared to other INS.


Avamys has the highest affinity compared

to other INS


to other INS

The enhanced affinity & extended tissue association of Avamys means that it could

be expected to lead to greater & more prolonged anti-inflammatory effects

compared to other INS




Whilst Avamys has enhanced affinity and extended tissue association, it is impossible to speculate whether this might have any clinical implications.


The enhanced affinity of Avamys is an unique pharmacological property

of Avamys.


of Avamys.

The enhanced affinity means that Avamys is the strongest

anti-inflammatory molecule compared to other INSs.



The unique pharmacokinetic properties of Avamys mean it is the most effective

INS currently available















than other INS


than other INS


to other INS


to other INS

















(Not Correct - WHY– Avamys has been designed to fully occupy the

glucocorticoid receptor pocket.)

(Not Correct - WHY– Avamys has been designed to fully occupy the

glucocorticoid receptor pocket.)

(Not Correct - WHY – given current imaging technology a perfect fit cannot be proven.)

(Not Correct - WHY – given current imaging technology a perfect fit cannot be proven.)

correctcorrect

















(Not Correct - WHY – All INS are structurally different and bind in different ways and to different extents)

(Not Correct - WHY – All INS are structurally different and bind in different ways and to different extents)

(Not Correct - WHY – Avamys shows a higher binding than other INSs)

(Not Correct - WHY – Avamys shows a higher binding than other INSs)

(Not Correct - WHY – this is structurally possible)(Not Correct - WHY – this is structurally possible)

(Not Correct - WHY – perfect binding cannot be proven, it is a relative measure)

(Not Correct - WHY – perfect binding cannot be proven, it is a relative measure)

correctcorrect






than other INS


than other INS

Avamys binds effectively to the receptor overtime.Avamys binds effectively to the receptor overtime. (Not Correct - WHY– Avamys has a

prolonged association, it remains active whilst bound to the receptor)

(Not Correct - WHY– Avamys has a prolonged association, it remains active whilst bound to the receptor)

(Not Correct - WHY – Avamys will dissociate eventually)(Not Correct - WHY – Avamys will dissociate eventually)

correctcorrect


than Nasonex


than Nasonex




to other INS


to other INS

(Not Correct - WHY – Avamys has the highest affinity compared to other INS.)

(Not Correct - WHY – Avamys has the highest affinity compared to other INS.)

(Not Correct - WHY – whilst it is true that Avamys has a higher affinity than Nasonex – we cannot link affinity to claims of efficacy)

(Not Correct - WHY – whilst it is true that Avamys has a higher affinity than Nasonex – we cannot link affinity to claims of efficacy)

correctcorrect










of Avamys.


of Avamys.









(Not Correct - WHY – these properties of Avamys would mean that we could expect greater and more prolonged anti-inflammatory effects from Avamys than other INS.)

(Not Correct - WHY – these properties of Avamys would mean that we could expect greater and more prolonged anti-inflammatory effects from Avamys than other INS.)

(WHY – Yes and it can be expected that greater and more prolonged anti-inflammatory effects

would result from an enhanced affinity.)

(WHY – Yes and it can be expected that greater and more prolonged anti-inflammatory effects

would result from an enhanced affinity.)

(Not Correct - WHY – we cannot link the pharmacokinetic

properties of Avamys to efficacy)

(Not Correct - WHY – we cannot link the pharmacokinetic

properties of Avamys to efficacy)

(Not Correct - WHY – this cannot be claimed as there is no head to head comparison of Avamys and other INSs

on anti-inflammatory effect.)

(Not Correct - WHY – this cannot be claimed as there is no head to head comparison of Avamys and other INSs

on anti-inflammatory effect.)

correct

Key objective:

• To reinforce the quality of life benefits for allergic rhinitis patients referenced in the Detail Aid

• To reinforce the patient benefit focus to the 2011 campaign


• Choose a group to review their top 3 priority answers and why. Invite any differences from the other groups and why.

• What are the most important patient benefits of Avamys?

• Should you highlight some benefits to customers more than others and does this priority change depending on seasonal differences?

• Using the extracts of medical papers provided• suggest a list of patient benefits which can be justifiably claimed

from the medical evidence.

• Prioritise the key patient benefits

• Extracts are provided for reference

2. Collate and debate answers

1.Teams research benefits in extracts

3. Prioritise benefits in

order

• Relate back to the key benefits highlighted in the Detail Aid

• The 7 nasal and ocular symptoms

• The quality of life benefits for allergic rhinitis patients in the Detail Aid

Key objective:

• Tailoring the call to your local target customer/s, local market context

• Delivering a quality call under time constraints

• The level of the exercise can vary based on the time available

• Level 1 – pre-call planning – steps of the sales call model

• Level 2 – role play the call you have planed, clearly state your pre call objectives

You have an appointment scheduled to visit a customer.

- BUT you have 2 draw backs.

a.You can only take 2 pages of the Detail Aid / or use the one page Detail Aid

b.You only have 90 seconds with your customer / or local variation

• How do you prepare for the call?

• Which pages will you use and why?

• What are your insightful questions?

• What will be your objectives with this customer? (local Brand Bonding Ladder)

• What are Pre-call Objectives?

• How should you consider competitors?

• Tailor – to your local market / local context

• To your local insight and knowledge – local Brand Bonding Ladder

• Time available for a short call in your market

• 90 seconds – shorter or longer call?

• Detail Aid / 2 pages – one page DA

• Your target customer/s

• GP/primary care - Specialist/secondary care

• Adult or paediatric

• Payer customer

• Local competitive activity

• 3 illustrative customer profiles are provided

• Avamys prescriber

• Nasonex prescriber

• Mixed prescriber

• To be tailored to your local target customers

• Outline competitor activity for each target customer

• To be tailored to your local market

Pre- call planning

• Engage real dialogue with customer

• Ask open question/s after opening

• Choose detail aid page according to customer

• ALWAYS link to Avamys benefits via the key messages

• Clear call to action at the close

Two levels of exercise:

• Level 1 – pre-call planning – steps of the sales call model

• Level 2 – role play the call you have planed, clearly state your pre call objectives

Each team to fill out call planner cards

Key objective:

• Reinforce the importance of listening to drive call quality – whether in along or short call

• Deliver a motivating and engaging end to the workshop

• The exercise can vary based on the time available and could build on a theme for Avamys from Exercise 3

• Work in pairs. As a pair have to keep a conversation going using “Yes and...”

• The rules are that you must always accept what the other person has said and then build further. The object is to keep the conversation alive for as long as possible.

• Watch the video first to see how it works

Version 1

Version 2

If you are able to keep the dialogue moving, then you win another token

• Now your turn... As a pair of Greengrocers (running a shop that sells fruit and vegetables)

“Those Bananas look beautifully yellow!”“Yes and...”

• Now try again with Avamys... an idea could be to pick up on a theme from Exercise 3?

“Avamys is...”“Yes and...”

Avamys 2011 Brand Engagement. Exercises. Confidential. For internal training use only.

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Transcript of Avamys 2011 Brand Engagement. Exercises. Confidential. For internal training use only.